The Ministry of Health, in partnership with the Mental Health Foundation has launched ‘All Sorts’, a campaign shining a light on the challenges New Zealanders face amid the latest wave of Covid-19 infections.
Shaun Robinson, Chief Executive of the Mental Health Foundation, says ‘All Sorts’ is a wonderful resource that will help connect people with tips and advice they need and a little inspiration too.
“All Sorts is here to remind New Zealanders that we may be feeling all sorts of feelings and emotions right now, and there are all sorts of ways of coping and supports available. It reminds us that we can get through this with the support of friends, whānau, our community and those we love,” says Robinson.
All Sorts launches in market this week with a focus on diversity and inclusion, and increasing the wellbeing of New Zealanders as they continue to face the challenges brought by Covid-19. The campaign aims to acknowledge and normalise the mix of emotions people are feeling and giving practical advice for look after themselves and each other through tough times.
The Mental Health Foundation has worked closely with McCarthy and Calibre + Candor to execute a comprehensive media campaign.
Sophia Graham, the Mental Health Foundation’s Communications and Marketing Manager, believes working with organisations who share a likeminded work philosophy makes for a more enjoyable and productive experience.
“The quality of the collaboration with our agency partners has given us confidence knowing we are on track to deliver a great campaign and ultimately help many New Zealanders through a challenging period,” says Graham.
McCarthy has been working with the Mental Health Foundation since the earthquakes in Ōtautahi, creating design and communication to help people get through in difficult times. Director, Stephen
McCarthy says: “Our creative and concept for the campaign recognises everyone is at different stages and all sorts of emotions are normal in this covid environment. The creative is a whimsical, light-hearted illustrated take with large, hand-drawn emotions and characters at the core of the idea. The messaging and tone helps put people at ease and encourages them to find ways, no matter how big or small to lessen anxiety and uncertainty around this time.”
Calibre + Candor identified a clear and simple insight that informed their approach. Head of Client Service, Nick Dykes says: “By its very nature, media can create moments of pause in our lives. It can also be the cause of heightened anxiety. We wanted the All Sorts message to connect with people when they found themselves with a moment to pause, either by chance or by design. It is in these moments when people are most likely to be open and receptive to our message and it will have the most effect.
“This brief struck a chord with the team who are all too aware of the stress that can build due to a level of expectation that exists within our industry. It made us realise exactly how important it is to pause, take a moment and ensure we are maintaining a balanced and positive frame of mind”.
All Sorts launches this week with a video led campaign supported by radio, digital audio, outdoor and social driving all people to the website.
Credits
Client: Mental Health Foundation of New Zealand
Client: Sophia Graham, Communications and Marketing Manager
Client: Renee Fox, Communications and Marketing Specialist
Client: Anna Gough, Communications and Marketing Project Lead
Creative: McCarthy
Media: Calibre + Candor
